This paper presents the myths in all their concepts, from antiquity to the modern world, as a mean of exploitation of tourism. It includes definitions and makes a journey through the myths of the province of Huelva and technological possibilities of exploitation of this type of tourism, since you can not skip any mean or instrument to work or help the exploitation of tourism.

In this paper we focus on the hypothesis that a third party post a comment (review) about a hotel in Internet. Bearing in mind that there is a possibility that not only negative but also false comment will be posted, affecting the so-called digital corporate reputation. We analyze possible juridical actions against such comments. On the one hand, we have found some individual actions of thehoteliers against their customers, involving the imposition of economic sanctions on those customers who post negative comments, applying contractual provisions. These individual initiatives are legally questionable. More relevant, and appropriate, are sectorial initiatives such as the approval, by HOTREC, of the document "Benchmarks of Fair Practices in Online Distribution", which, in its version of 2014, includes a section dedicated to “Guest reviews” with key requirements relating to anonymity, editorial control and real customers. Finally, we analyze the fine imposed in Italy on TripAdvisor by the Autorità Garante de la Concorrenza considering that it has not implemented the necessary controls to prevent fraudulent reviews, fine subsequently voided by Italian courts.

Tourists' 2.0 behavior and the importance that attaches it with social media through the decision-making process, including the procurement and the planning process of the trip, influence the digital identity of the tourism communication. In consequence, Latin American governments have migrated to digital environments, highlighting the social media presence. This article investigates how the Governments of the 22 Iberoamerica countries carried out touristic promotion ad dissemination. Digital strategies and 2.0 communication were analyzed: the interactive communication platforms used, supply, updating content, users participations, and interaction for which a combination of qualitative and quantitative methodologies were applied from used monitoring official web portals and social networks (Facebook, Google +, Twitter, Flickr, Instagram, Pinterest y YouTube). Among, the major findings are digital convergence of tourism communication and participation of tourists 2.0 vs government stands offer.

Today, if anything matches most hoteliers is that online tourist opinions made by users are a great source of information for tourism. Therefore, it is believed that it is necessary to analyze what are the main appreciated items in order to consider a perfect stay in hotels of four and five stars in the city of Seville. To do this, the TrivAdvisor web will be used as a database and the NVivo10 software as a qualitative analysis tool. The data obtained suggest the most valued items are location, services and facilities, as well as rooms, dealing and staff efficiency, price, quality and cleanliness.